Objectives for Social Media Strategy

With the rise of the digital age, brands are becoming more acutely aware of the value
of investing in social media strategies. Social media networks are no longer an
isolated marketing channel solely dedicated to communication and promotional
efforts. Social media has provided measurable results with strategies such as lead
generation and social selling in addition to useful points of contact between brands
and consumers. In 2017, a massive number of marketers used social media as their
primary channel for B2B or B2C communications. According to Social Media
Examiner, 97% of marketers used Facebook for B2C and 81% used LinkedIn for
B2B.
 

The percentage of marketers using various social platforms for B2C and B2B, via
Social Media Examiner 2018.
 
By collecting data from social media conversations and applying them to consumer
profiling efforts, brands can better understand consumers, create more highly targeted
campaigns, and improve efficiency with informed decision-making processes. Social
media intelligence enables brands to:
 Heighten brand awareness
 Increase social community size
 Accurately target audiences
 Strengthen engagement strategies for increased brand loyalty
 Increase customer satisfaction and positive brand perception
 Convert social followers into qualified leads and new business
Below are 5 key objectives any brand should integrate into their social media
strategies.

1. Develop Brand Awareness

Creating brand awareness shortens the sales process, increases market share, and
positions a brand as a leader in its sector. It’s necessary to perform an internal audit to
evaluate brand positioning strategies and to understand the impact of marketing
actions on brand image. Brand differentiation can develop from a number of actions
such as the creation of original content, personalized promotions aimed at the target
audience, prospect profiling, product development based on social insights, and
communication strategies adapted for socio-demographics of interest.
Here are some KPIs to help track and report on the success of this objective:
 Mentions: the number of times the brand comes up in social media conversation and
the number of times these conversations are shared.
 Impressions: the number of potential views that a message has.
 Reach: the number of people who have received viewed a publication.
 Social Sessions: the number of site visits, blog post views, etc.
 Share of Voice: volume of mentions received by a brand versus volume of mentions
received by all relevant competing brands.
A graphic representing the number of brands mentions over time, via Digimind Social.
 
2. Increase Size of Social Communities and Accurately Target Audiences
The relevant KPIs here are:
 Community Performance: the number of fans, followers, or subscribers broken
down by social media channel.
 Community Progression: the follower growth rate by social media channel.
 Share of Community Voices: number of followers compared to those of competitors.
 Share of Voice by Channel: the community size of each social media platform as a
percentage of the total number of social followers across all platforms.
 Social Visits: visitors coming to social media accounts coming from the brand’s
website or blog.
 
The growth of subscribers over time by social media platform, via Digimind Social.
 
3. Strengthen Engagement Strategies to Increase Customer Loyalty
The primary objective here is to create a long-lasting relationship between the target
audience and the brand. It’s necessary to engage with social media followers who
have a certain level of credibility or influence among the target audience. For
example, if your target audience is football fans, an NFL player would have social
influence among this demographic. The influencer doesn’t necessarily need to be
massively influential on a global level - sometimes a smaller, very active community
is more effective than a larger, more passive community. Effective social media
strategies should integrate influencers with a committed following and brand
ambassador with high levels of engagement.
The KPIs for this objective are:
 Interaction Performance: the number of interactions (likes, retweets, shares, etc.)
and number of comments.
 Evolution of the Interactions: the growth rate of interactions.
 Publication Performance: the number of messages generating an amount of
interaction greater than a predefined threshold.
 Influencer Population:  the number of influencers and brand ambassadors as a
percentage of the community size.A breakdown of sentiment associated with key
industry terms, via Digi mind Social.
 
4. Monitor Customer Feedback
In order to improve customer experience, it's necessary to capture consumer opinions
regarding relevant products and measure consumer satisfaction and evolution over
time.
The following KPIs should be measured for this objective:
 Brand Perception: the sentiment associated with the brand and its products,
especially in comparison to competitors.
 Evolution of Perception: the percentage of positive versus negative sentiment over
time.
 Reputation Score: the sentiments associated with the brand weighted against the
community size of each review.
 Response Performance: the response rate to social media interactions.
 Resolution Performance: the number of customer tickets resolved over a given time
period. 

Share of social interactions by social platform, via Digimind Social.

 
5. Convert Social Followers into Qualified Leads and New Business
Towards the end of marketing campaigns, brand content should have generated social
media followers and interactions with prospective customers. The associated KPIs
here are:
 Number of Leads from Social Media: the share of marketing leads originating from
social media which are turned into qualified commercial leads and integrated into the
CRM platform.
 Lead Growth from Social Media:  the growth rate of conversions from social leads
to sales leads.
All of these objectives must be regularly reported for initial analyses, which will then
be complemented with predictive and corrective analysis.